You’re writing a blog, but maybe the title doesn’t attract, the introduction doesn’t hold attention, and the content doesn’t offer what people are looking for. A good blog must be useful, clear, and written for the right audience. In this guide, we show you how to write posts that not only get read but also sell. No tricks – just concrete tips that truly work.
A good blog can be effective for sales and can bring your products or services closer to potential customers.
Content that provides real value attracts more customers than ads.
Why? Because today’s buyers research before making decisions, looking for information and confirmation that their choice is the right one.
And your blog can be exactly the place where they find answers to their questions, as well as an extra push to make a purchase.
Before you start writing any content, do you know who will be reading it?
You’re not writing for yourself or your colleagues from the industry – you’re writing for your audience.
And who is your audience? Young people looking for quick information? People who aren’t very familiar with your industry but want to learn? Or small business owners searching for solutions to their problems?
Either way, you need to know exactly who your audience is.
So take a little time to do some research – create a survey in Google Forms and send it via newsletter. Or simply ask questions on Instagram Stories.
People like being asked for their opinion – even more so when they see it’s being taken seriously.
Explore the places where your audience already is – social media, groups, forums, etc. That’s where you’ll discover their specific questions, frustrations, and desires – straight from the source.
Example: If the question "What is the simplest tool for creating a newsletter?" often comes up in the FB group "Digital marketing for beginners," it’s clear – create a guide on that topic.
The better you understand your readers, the more likely it is that your content will be read.
The headline is the first thing a reader sees – and it’s exactly what determines whether they’ll click or not.
You can have the best content in the world, but if your headline is bland or unclear, no one will find out how good the text actually is.
A good headline sparks curiosity, grabs attention, clearly communicates value and – ideally – triggers an emotional reaction.
That means the headline doesn’t have to be sensational, but it does have to be specific.
Instead of “Tips for success,” write “7 habits of people who consistently get results.” Instead of “How to save,” write “How to save €10,000 in a year without cutting back.”
A good headline doesn’t mislead readers. If the headline promises something – the content must deliver on it. No one likes clickbait.
People may click out of curiosity or because they’re searching for specific information, but they will stay (and come back) for relevant content.
Examples of good headlines:
Examples of bad headlines:
Tip: Test your headlines. Post the same content with two different headlines on social media and track which gets more clicks or is read more.
And if you’re writing sales or promotional content, don’t be afraid to use phrases that create a sense of urgency or exclusivity, e.g.:
A good headline doesn’t have to be perfect – but if it makes the reader think: “I have to open this,” then you’ve succeeded.
If the first few sentences don’t spark interest, the reader will leave and probably won’t come back.
You have only a few seconds to hold people’s attention, which is why your introduction needs that special something – just enough to encourage further reading.
The best introductions hit right where they should – they ask a thought-provoking question, provide a surprising fact, or confront the reader with a problem they already have, but maybe haven’t clearly defined yet.
Examples of introductions that work:
Over 80% of users leave a website if it doesn’t load within 3 seconds. Yours might be losing traffic right now.
In the introduction, don’t start explaining right away – create intrigue. Hint that you have the solution, but don’t reveal it immediately.
Use “you” – speak directly to the reader, because it creates the feeling of a personal conversation. For example: "If you’ve ever felt like no one notices you on social media, you’re not alone."
A well-written introduction sets the stage for what follows – education, sales, or information.
The introduction opens the door, and the rest of the content needs to keep that attention.
Neither the introduction nor the text is written for yourself. You’re writing for the person reading it while simultaneously wondering whether to leave and keep looking elsewhere. You have three sentences to win that person over.
None of us really buys products – we buy the feeling those products give us.
You can have the perfect list of features, specifications, certificates, and all the logical arguments, but if you don’t “reach” the person on the other side, you’ve done nothing.
Purchase decisions are rarely cold or rational. Buyers are guided by a sense of trust, safety, relief, and even pride. The best way to get them there isn’t through technical descriptions – but through good stories.
Example: Ivan runs a small company and used to waste hours every month on manual invoicing. Since using our tool, he creates invoices in three clicks, and the time he used to lose is now spent finding new clients.
What’s important here? The person reading can see themselves in the story, and you’re “telling” it to create an emotional connection.
A good story in marketing has three main elements:
And don’t forget – stories sell, and specifications only confirm the decision the buyer has already made emotionally.
No one likes the feeling of being forcefully sold to.
We are "attacked" daily with ads and all kinds of promotions. The ones that work best (and earn the most trust) are those that offer something useful first, and only then ask for something in return.
That’s why the well-known 80/20 rule applies – at least 80% of your content should be useful, educational, inspiring, or entertaining, and only 20% should be directly promotional.
Why? Because people buy from those they trust. And trust is not built with discounts – it’s built with valuable information that solves specific problems.
Example: If you sell dietary supplements, instead of immediately offering “buy now,” write a blog titled: “How to boost energy during a demanding workday.” In the text, you can talk about the importance of sleep, hydration, nutrition – and only then mention your product as a natural support.
The same applies to social media. Post an educational reel – then introduce your product in the next post.
People today want to be informed. If your content helps, the reader will appreciate it. And if they see you as an authority on the topic, they will naturally want to learn more about what you offer.
By providing value before selling, you build a relationship. And when the time to buy comes – the buyer won’t feel like they’re buying from a brand, but from someone who has already helped them.
Never end a piece of content without clear direction. If the reader reaches the end and thinks: “Now what?” – you’ve missed an opportunity.
Your CTA (Call to Action) must be specific, useful, and motivating – tell the reader exactly what to do and why they should do it right now.
Examples of effective CTAs:
In contrast, CTAs like “Click here” or “Learn more” are too vague, lack weight, and don’t tell the user exactly what they’re getting.
Always try to include value for the user in the CTA message. Instead of “Sign up for the newsletter,” write “Be the first to get useful tips and exclusive offers – sign up for our newsletter.”
Also, a call to action doesn’t have to be at the end – you can integrate it into the middle of the text if it logically follows from the context. For example, in a blog about organizing your workday, a natural CTA would be:
A CTA doesn’t pressure – it invites. The user should feel they are getting something valuable, not that something is being “pushed” on them.
You can write the best text in the world, but if no one can find it – it’s as if it doesn’t exist.
SEO is important and shouldn’t be skipped. You’re not only writing for people – you’re also writing for algorithms. And vice versa.
Keywords are phrases your potential readers type into Google when searching for solutions, answers, or recommendations. These can be very specific phrases like “fragrance-free cream for dry skin” or “how to start an online business with no budget.”
The most important thing – integrate keywords naturally, so they don’t disrupt the flow of the sentence. Include keywords in:
Example: If you’re writing a blog about natural cosmetics, instead of the generic title “Skincare routine,” write “Natural skincare routine for dry skin – without parabens and fragrance.”
Also use long-tail keywords, as they often bring higher quality traffic. People who search for “how to get rid of teenage acne naturally” are more likely to take action than those who simply type “I have acne.”
Don’t forget about user intent.
What does the person expect to find when they type in that phrase? If they’re searching for “best cream for sensitive skin,” they want a comparison, benefits, and a recommendation – not just a list of ingredients.
A well-optimized blog might look like this:
Combine SEO with quality content and you’ll get exactly what you want – a text that gets read and can be found on Google. And best of all, everyone coming through search engines is already interested – you just need to convince them they’re in the right place.
A good blog works for you (almost on its own). It’s not just a bunch of words – it helps you attract attention and keep it. And in the end, it turns a curious reader into an actual buyer.
And that doesn’t happen by chance. It happens when content has purpose, clarity, and value for the one reading it.
You have to understand your audience, use headlines that attract that audience, write introductions that “pull” them in, share real stories, and invite people to take clear actions.
Then the blog becomes more than just informative text. It becomes an experience. And that experience builds trust and drives inquiries and sales.
And when it comes to blogging – don’t wait for the perfect moment. It rarely comes.
Write what you know and start with what you have. The worst blog is the one that’s never published.
